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Managing User Expectations in the Changing Information Paradigm
“2nd International Conference of Asian Special Libraries“ (ICoASL) at United Nations University, Tokyo, Japan. Feb 10-12, 2011.
Mr. B.P.Prakash, Tata Consultancy ServicesMumbai, India
April 10, 2023
Agenda
April 10, 2023
Look at Numbers
•260 languages
•412.3 years length in time
•3,000,000 tweets per day
•140 new applications per day
USA top 50 magazines 48% RSS46% Message Board 38% Publisher Blogs Online38% Registrations
USA top 100 newspapers 80 % Reporter Blogs76% RSS 75% Section-wise RSS 64% Message Board 61% Videos 38% Online Registrations
April 10, 2023
Our future users……
• 89% start with search engine, 2% with library website (OCLC survey)
TCS Generation Web 2.0 Survey • 41% begin their search on Google, followed by 26% on print (TCS survey)
• 63% of urban students spend over an hour online daily
• 62% have a personal computer at home
• 93% are aware of social networking
• Orkut and Facebook are most popular online destinations
• 46% use online sources to access news
• 1 in 4 students own lap-tops in metros; 2 of 3 own music players
TCS Generation Web 2.0 Survey findings suggest our future users will be -
• Globetrotters
• Social networkers
• Gadgetphiles (Mobiles, PCs, I-pods being highest in use)
April 10, 2023
Our frustrated users
• Info obtained is useless•2 hours a day spent in searching info•59% miss relevant info as it exists in wrong places•45% cannot find own company info•57% search numerous sources to find right piece of data
Source : Accenture SurveyWeb-based survey of 1009 managers in companies in the US and UK
April 10, 2023
Content types
In-house publicationsIntranetEmailCollaborative applications
WWW ContentEmailE-journals, NewslettersTOCs, Book AlertsBlogs, SNS
In-house applicationsLegacy applicationsLibrary databasesLibrary catalogues
Commercial databasesOnline directoriesWebOPACs
Internal
Structured Unstructured
External
April 10, 2023
We are not alone
April 10, 2023
23 ways to access NY Times !!!
• Print (preferably with coffee and croissants)• Website• Mobile website (for phones and PDAs) • Archive (NYT and third party)• Online aggregators• Electronic (download)• NYT Reader (software platform)• Kindle• Facebook• LinkedIn• YouTube• Email• RSS• Blogs• Alerts• Podcasts• SMS texting• Avantgo• Chumby• Opera Mini• Twitter• Vindigo• iPhone app
Distributed presence
April 10, 2023
Impact of technology on services & users
Acquisition• Contracts & Licensing• Fair use
ROI• Usage vs.cost• Training
Processing• Open Access• Open standards• Web preservation
Marketing• Web 2.0
Support• Uptime• Archiving• Migration• Portability (print- electronic)
Access, Search & Delivery
• Level Access• Linking / OpenURL• Federated search• Choice of formats/
gadgets
April 10, 2023
Web 2.0 : Our Emerging Service Model
• collaborative• creative• participative• conversational• developmental
RSS Feeds
Del.icio.us
Web Trackers
Blogs
TwitterChats
Flickr
YouTube
April 10, 2023
Right information to the right user at the right time
• Segmentised
• Authorised &
authenticated
• Measured
empowerment and
participation
ANYTIME• Value-add to the raw
content (intelligence
and analysis)
• Ready- to- Consume
• Collaborative and
aligned (embedded)
• User-expected formats
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Walking the tight rope
Federated search vs. distributed deliveries
User empowerment without library disintermediation
McDonaldization of libraries (Brian A. Quinn, Texas Tech Univ.)
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User-satisfaction
Info
rmat
ion
Prod
ucts
Demography
Systems and Services
Three hinges of user satisfaction
April 10, 2023
Information Products
• Information products have an S-curve.
• All highly customised, value-added, ready –to-consume info-products are successful
• User-participative and collaborative products increase user trust and library’s visibility
• Users are more interested in the ‘what’ than the ‘how’.
TCS Experience of User Satisfaction
April 10, 2023
Customised Products
Info-Watch
HR & Competitor’s
Quarterly Digest
Job-AdvertisementAnalysis
Tenders/Bids Tracking
• Based on IOUs (e.g. BFS, BIPM, Insurance, Telecom, Utilities) • Based on Technology (e.g. Microsoft, Oracle, SOA) • Based on Bus & Mgt Strategies (e.g. TCS, Competitors, Management) • Based on Geographies / Accounts (e.g. UK, Japan, Canada, GSK, Aviva)
•Tracking competitor news across important parameters viz. geography presence, revenue split, strategies, key people, customers, alliances, JVs, hiring, outsourcing, investments, training, R&D, CSR and others
• Tracking job advertisements featured in local and leading newspapers of 6 metros, and websites of 15 competitors
Customised tenders on business opportunities are sent to the concerned bid office and marketing group.
Presentation Decks
• Prepare PowerPoint presentation decks by compiling information from multiple reports and formatting in the user –defined templates ready-to-use
Information Products
April 10, 2023
Collaborations (Embedded librarianship)
Portal Content Managament
Collaboration with LTSG
Managing portal sites of domains together with the domain teams.
Collaboration with LTSG to promote use of Books 24x7, enhance functionalities and integrate with IRC catalogue / searches.
Collaboration withCorp. Marketing
Collaboration withCorporate Functions
Collaboration with Corporate Marketing Team for shared access to Electronic databases as per customer needs.
Collaboration / Active support to Corporate Functions like L&D, Branding,Foreign Language, Business Excellence, Global Security teams to Conduct / celebrate events.
Collaboration with Strategic Solutions
Collaboration with Strategic Solutions team to add analysis to competitor info digest
Information Products
April 10, 2023
TCS Experience of User Satisfaction
• Use the users language.
• Users like convenience. Provide alternatives wherever possible..E.g. flexible access, search, delivery, communication platforms.
• Users like to ‘find’ but librarians teach them to ‘search’.
• Systems provide more than just access. Empowerment and participation delights users. Come in the users flow.
• Take user feedback seriously. Get back with what’s acted upon.
• Have processes in place to gratify and acknowledge users.
Systems and Services
April 10, 2023 18
Use the users language :Folksonomy used on the TCS Portal
• “Library” is an universal term in among other related tags given. (40%)
• One-word tagging is most favoured than multiple words to describe content (76% : 24%)
• Singular noun is used by most users, and not plurals (87% : 12%)
• 15% pose questions under faulty categories
• Users do not know the difference between a ‘category’ and a ‘tag’.
• Users do not understand ‘tag cloud’.
Systems and Services
April 10, 2023
Clarity of
Purpose
• Why do I need it ??
• What is in it for me??
Clarity of
Language
• User-generated content, Aggregation, Single-Sign-On, Mashup $
%^&*()_+@#$%^&*()$%^&*()^&*()
Clarity of
Participation
• What can I access? What can I share?
• What is not permissible? Who in the library to do what?
Natural
Extension
• IM is the new reference desk, RSS feeds are a new form of library
bulletins
Viral Content
• Crisp, engaging, the feeling of What next??
Getting across clearlySystems and Services
April 10, 2023 20
User convenience
Federated Search across pre-defined sources
CAS / SDI
Systems and Services
April 10, 2023 21CAS / SDI
Systems and Services
April 10, 2023 22
Collection Building
Involve users in your systems
Marketing
Talent Search
Web 2.0
Reference Services
Circulation
User Training CAS / SDI
OPAC
RSS
Widgets
TaggingRating
Wikis
Blogs
RSS
Widgets
Wikis
Blogs
IM
WebEx
TaggingRating
Tagging
YouTubeFlickr
YouTubeFlickr
RSS
Widgets
Wikis
Blogs
Slideshare
Widgets
WidgetsRSS
Wikis
TaggingRating
Systems and Services
April 10, 2023
Provide alternatives
Circulation
Collection Building
Cataloguing
Marketing
Reference Services
CAS / SDI
User Training
Talent Search
PhotosVideos
SNS
RSS
Widgets
IM
Wikis
Blogs
Systems and Services
April 10, 2023 24
Associate Satisfaction Index (2004-2009) : TCS V/s IRC
68
70
72
74
76
78
80
TCS Score
IRC Score
TCS Score 71.6 72.1 73 73.7 74.4 71.7
IRC Score 73.47 73.88 76.83 78.8 78.6 75.6
2004-05 2005-06 2006-07 2007-08 2008-09 2009-10
Systems and Services
April 10, 2023 25
Acknowledge users
• IRC honors one associate from each centre annually with a “Patron of Library ” award. The criteria for selecting a patron includes:
– Assisting the IRC in collection Development.– Promote IRC services within organization.– Give IRC timely feedback & suggestions for continuous improvement.
Systems and Services
April 10, 2023
TCS Experience of User SatisfactionDemography
• Know your users.
• In the era of e-content , our user opinion poll showed a 80 :20 ratio with clear inclination to see more print.
April 10, 2023TCS Internal
Customer Focus
Capturing Customer Requirements
April 10, 2023TCS Internal
Customer Focus
Fulfilling Customer Expectations
April 10, 2023TCS Internal
Customer-centric Goals
Objective Goal (To be measured half-yearly) Target Remarks
Focus on customer requirements / regular interactions / customer satisfaction
Ensure customer satisfaction through high ASI rating in PULSE (enterprise-wide survey by TCS)
4 (Differential
ASI)
To be 4 points above TCS ASI at branch & unit level.
Ensure Customer satisfaction in Branch level user survey (enterprise-wide IRC survey)
35% rating between 4-5 (on a scale
of 5)
25% feedback targeted at BIRC & Unit level.
Interact with Heads / Sr Management - ISUs, Accounts, Relationships
50%Repeat visits not to be counted
April 10, 2023TCS Internal
Opinion Poll
Low awareness
2010 Electronic Database awareness
GRD usage
Info Watch format
Print V/s Electronic Documents
20102008
20092007
2009
User In
pu
ts
Low awareness
1. Mail size / traffic.
2. Host on Intranet
Almost equal preference (10%) to print & electronic.
27% opted for 50:50
Resu
lts
Launching Marketing campaignsAwareness drives during events
Marketing campaignsInteraction with users, GLs/PLsFocus on quality of content, SLAAwareness increased by 15% in 2010
Format changed to reduce sizeDrive for 100% copyright compliance
Target increased for electronic procurement
April 10, 2023
One size does not fit all Demography
April 10, 2023
Public Academic • Special
• Blogs• Wikis (wikipedia)• RSS• SNS (Facebook, Flickr
YouTube, LibraryThing)• Twitter• Pod / Vod casting • Mobile services• Virtual World• Instant Messaging• Google tools• Mashups
• Blogs
• Wikis (wikipedia)
• RSS
• SNS (delicious, CiteUlike,
LibraryThing)
• Google tools
• Mashups
• Blogs
• Wikis
• RSS
• Google tools
• Instant Messaging
• Pod / Vod casting
• Mobile services
• SNS (delicious, CiteUlike,
LibraryThing)
• Virtual World
• Instant Messaging
• Pod / Vod casting
• Mobile services
• Mashups
• Virtual World
Mapping Tools to Library ProfilesH
igh
Med
ium
Lo wDemography
April 10, 2023
Extensions to traditional measures • Adopting new performance indicators and benchmarks to measure user satisfaction.
• Deploy optimally, integrate maximally. Integrate the user footprints (print and non-print)
• Watch out for gaps in library vs.user perspectives through regular surveys (use same paramaters to survey both – users and librarians)
April 10, 2023 34
Photo-sharing sites• show what the library is really about• library's interior and exterior (photo
tour)• staff & customers• new services and resources• Stickers, posters, books, photo cubes• calendars, keychains, back-up discs• shirts, bags, mousepads, mugs, etc.• print photos on canvas• anything you can think of!
• Podcasting / Videocasting• audio library tours• database and catalog searching
Social networking/collaborating• Library blogs and Widgets• Library Events Calendar with online
registration• Google Maps mashup for library
locations• Library contact form• RSS feeds• Custom web-enable databases• Reference Chats• Del.icio.us• LinkedIn • MyFace.com • Facebook • Wiki
Low-cost, wide coverage marketing !!
Marketing
Library web-site is not enough!
April 10, 2023
Our responsibilities : Brought to you by “library”
• Providing unleashed services, ‘but’ with personal touch
• Develop analytical skills on user generated content.
• Exposing and educating users to the invisible online resources
• Enhancing visibility of the apparent disintermediation of library staff through embedded services
• Educating users on digital copyright and licensing to help users expect the rightful
• Acting as a knowledge centre by connecting the right people with each other
April 10, 2023 36
Otherwise………..
Thank You
